Following a big rise in sales of Wilson’s American Chip Spice supermarket Asda has agreed to stock the Hull delicacy in more stores.

The increase is being put down to Hull’s status as City of Culture . Here, it even outsold Heinz Tomato Ketchup and Nando’s Peri Peri Salt Sprinkles.

Asda, who previously only sold the spice in two stores in the city but will now stock it in 35 stores across Yorkshire.

Edward Wilson, co-founder of Wilson’s Seasonings, said: “Naturally we are delighted that more people will be able to buy it on the shelves at Asda stores across Yorkshire and beyond – who knows, next stop the rest of the UK.”

Rod and Brenda Wilson started their business in 1979, selling blends of herbs and spices to local butchers and food service industries in Hull. Inspired by the flavours they’d experienced on a trip to the USA.

Alan Jackson, Asda local buying manager, said: “We’ve seen fantastic sales in Hull, especially this year with its status at the city of culture. We’re putting that down to a combination of nostalgia for locals and visitors to the area trying it.”